After launching Matt GPT last April—an AI assistant powered by one of Coal Creative’s own developers—the team knew they had set a high bar for future April Fools’ campaigns. It wasn’t just about getting a laugh. It had to be weird, full-scale, and a little too convincing.
So this year, they decided to go bigger. Much bigger.
A fake beer brand. A custom label. A parody launch video. A campaign that looked a little too real.
Enter: Coal Dust Stout, a coal-infused beer supposedly crafted by Coal Creative. The brand came complete with an official landing page, custom can label, ad campaign, and a video that made people stop and ask, “Wait… did they actually make this?”
We didn’t. At least, not yet?
Want to see how it all came together? Don’t miss the behind-the-scenes video at the end of this article!
Turning a Dream Client into a Fake Brand
It all started with a team-wide brainstorm around “dream clients.” Breweries had long been on the list. So instead of waiting for a brewery to knock on the door, the team decided to create a campaign as if Coal Creative had been hired by one.
“We treated it like a real client project,” said founder and CCO Gerard Durling. “It was also just a fun way to reintroduce myself into the day-to-day after returning to the company. We wanted to build something weird—something that showed off what we could do creatively, top to bottom.”
The name practically wrote itself. Between the company’s name and the region’s coal mining history, a fictional coal-based stout was the perfect blend of ridiculous and believable.
Bringing the Beer to Life: Concept, Script, and Stunts
The fake brand required some very real creative work. Over a few weeks, the team conceptualized, built, and executed the entire thing in-house.
“We landed on the idea of launching a fake beer, and I went in the direction of the launch going off the rails,” said Alex Manganella, Coal Creative’s Video Director.
“Each team member’s lines were based off of their personalities and sense of humor. When we pitched the idea to Gerard, he was immediately into it—and even offered to do his own stunts.”
Gerard clarified:
“I wouldn’t say I was immediately into the idea of being in front of the camera, by any means. But it felt like a rite of passage. I knew what I had to do. I just wanted the team to know I’d go all in.”
The full team was involved—from writing and storyboarding to shooting and improvising on the day of the shoot.
The Art of the Can: Mining Inspiration for Coal Dust Stout
Where do design ideas come from? The label design came from Coal Creative designer Mia Cundro, who drew inspiration from pattern-heavy can art she found while browsing Pinterest.
“I love using Pinterest to collect some inspiration. There are always so many talented artists and creatives on that app. When looking on Pinterest, I found that a common conception for a can design was patterns. This is what inspired me for our can design.”
Mia got to work and put together two sketches to present to the team.
“They loved both sketches to the point where they wanted them combined. This involved an entrance to a coal mine in a hill with a pattern of mining equipment surrounding the entrance. I had little details like bat eyes in the darkness and trees. It turned out to be so fun.”
“This label design was definitely one of the best design projects I had at Coal Creative. I will remember everything about our 2025 April Fool’s Day project because it made such a mark on me and my passions. My dream is Coal Dust Stout to be a real beer someday, I can only imagine what joy that can bring.”
Enter Groove Brewing: The Real-Life Brewing Partner
The campaign got a major boost when Groove Brewing in Scranton signed on to be part of the project.
“We’re very glad to have participated,” said Ed Generose, co-founder of Groove. “You guys made me look like a rockstar. Thank you!”
Coal Creative produced two videos:
- One fictional promo for the beer
- One genuine behind-the-scenes feature on Ed and Groove Brewing.
The contrast made the whole thing feel just real enough to believe.
Launch Day Reactions: “Wait, Is This Real?”
Coal Creative launched the campaign through a dedicated landing page and social content across Instagram, Facebook, LinkedIn, and our newsletter. The response was exactly what we hoped for: confusion, delight, and lots of questions.
“When is the tasting?”
“Where can I buy this?”
“This is Iconic and I need 10 of each.”
“Okay… this was amazing. Great job with the laughs!”
The team leaned into the confusion. Content from the campaign continued to be repurposed throughout the month—turning one fake beer into a month of creative engagement.
Not Just a Prank: A Creative Showcase
Coal Dust Stout wasn’t just a joke—it became a standout portfolio piece that highlights what Coal Creative can accomplish when every department collaborates.
“To me, it showed how building a creative campaign around a video can ripple into so much more content,” Gerard said. “It also proved how every department at Coal can contribute to one cohesive, over-the-top idea—and how much fun we can have doing it.”
So While It Wasn’t a Real Beer…
We’re not giving up hope just yet.
If Coal Creative ever does go into brewing, one thing’s for sure: the branding’s already done.
You don’t need to be selling beer to get our branding expertise (though bonus points if you are). Our team can handle any product or service that is given to us. If you’re looking for top-quality marketing, send us a message!